After reading Menglu Qian’s Blog, I come up with the Starbucks’ logo revolution. Although Apple and Starbucks are in the totally different industry, their logos both illustrate their development and encompass their visions for the future.

Recently, after Starbucks celebrated its 40 years anniversary, Starbucks unveiled its new logo. The current popular logo is merely the green and white siren, without the words “ Starbucks Coffee”. The reason why the Starbucks’ logo had been designed like this are: First, it might explore its market beyond the coffee market, for example, the tea market. So the Starbucks get rid of the words of “Starbucks Coffee”. Second, similarly, Starbucks could expand its product lines other than coffee, such as food, smoothies and music sales. Without emphasizing on the coffee, Starbucks has more space and flexibility to think their new competitive advantages. Third, the light green color may represent Starbucks’ environmental awareness. All the cups in the Starbucks retailers could be easily recycled. In addition, recently Starbucks launched a pilot mobile payment scheme that all the payments could be paid by customers’ smartphones.

All the changed details of the new logo represent how Starbucks implement its competitive advantages to satisfy the customers’ needs, while how to position Starbucks itself for the future.

http://www.starbucks.com/preview